French fashion sports brand Lacoste, operated by Dongil Lacoste, announced that it will appoint Park Shin-ha as its new CEO effective March 27, 2026.
Park brings extensive expertise across marketing as well as overall product and business management, built through his work at global fashion companies including adidas and Levi’s. Most recently, he successfully served as the first-ever head of Authentic Brands Group (ABG) Korea, demonstrating broad management capabilities and strong leadership. He is also a seasoned expert with a deep understanding of the brand, having previously served as Lacoste’s marketing director.
Drawing on this wealth of experience and insight, Park will strongly lead Lacoste’s key priority—“brand rejuvenation”—and drive a new strategic leap in the Korean market. In particular, he plans to strengthen the brand’s competitiveness among younger consumers while pursuing explosive and sustainable growth across all product categories by advancing the distribution network and digital channels and enhancing digital and marketing capabilities.
Meanwhile, CEO Bae Jae-hyun, who has led Lacoste for more than a decade, will conclude his term as CEO. Lacoste expressed deep gratitude for his dedicated leadership and his contributions to the brand’s growth through the expansion of its retail network.
